Building long-term relationships with casino operators is essential if you want your business to grow. By working in tandem with operators and delivering the kind of content they require, you can successfully foster a brilliant partnership that will lead to successive tasks. The more an operator’s clientele grows, the more business you’ll attract and the more successful your business will become. In this blog, I’m going to show you how to do that in three steps.
Step #1: Pick Your Partners Carefully
First up, you need to do your homework and pick your partners carefully. There are generally two types of brands. The one you choose will determine how you need to go about building long-term relationships with casino operators. They include:
- Offshore Operators: These tend to cater to a global audience, and they are notably more relaxed about the type of content they require. Ordinarily, these casino operators are looking for exciting, focused content that convinces players to join, above all else. Converting players to the operator is the name of the game, and the more you convert to the casino, the better your standing will be.
- State or Nationally-Licensed Operators: Because these operators are heavily regulated under state or national guidelines, they are a lot more picky about who they hire and the content they demand. They want a content specialist with experience and how to prioritise accurate, honest and truthful articles. The goal here isn’t to convince people to play but to showcase accurate content that can hold up to scrutiny when measured against tough anti-gambling legislation. You’ll need to focus more on responsible gambling, so converting numbers is a bigger task.
Step #2: Quality Content Aligning with the Operator’s Marketing Strategy
Irrespective of which types of long-term relationships with casino operators you’re trying to build, you’ll need to pay close attention to content briefs, examples of previously approved content and the marketing strategy of the brand. Each casino operator knows what works, arguably better than you. Sticking to their guidelines is the best way to impress.
Some may argue that convincing players to claim casino promotions and bonuses is the most important thing. Others will say it isn’t about cajoling someone to play games – instead, being honest is the key. Practices such as keyword stuffing, SEO optimisation, tones, and writing styles can all vary based on the marketing strategy of the casino operator you’re trying to work with. You should definitely be agreeable, but don’t be afraid of showcasing your ideas once or twice if you think you’ve identified a better way to succeed.
Step #3: Be Wary of Over Promoting and Peddling Untruths
Being overly promotional and cheesy is a bad thing – even for offshore casinos whose sole goal is landing new members. That’s not the way to build long-term relationships with casino operators as a content specialist.
At offshore casinos, you’ll want to get players to join by marketing the casino in a positive light, showcasing how fair and exciting their promos are, and inducing a sense of FOMO into players. However, if they get the sense that everything is simply too good to be true, they’ll scarper. Consider adding a few negatives (not enough to turn players away) into whatever you write to try and balance the text a little bit. Be too negative, though, and operators may look elsewhere. It’s a juggling act.
When it comes to nationally licensed operators and state-licensed sites, you need to be very careful when promoting casinos. Some operators don’t want anything that resembles arm-twisting or convincing players about the advantages of choosing their site. Instead, they’ll want nothing but pure, honest facts – crucially, not opinions. If you stray too far into the opinionated side of things, you could spend ages editing your work.
Things Will Take Time
Lastly, let me leave you with a piece of advice – these things take time. You aren’t going to revolutionise the fortunes of a casino operator overnight. It can take a while for your content to rank and gain traction with an audience. I’ve seen so many clients pull the trigger too early, and as such, they’ve lost out where other operators have succeeded by being patient.
You might have to take one or two attempts on the chin, but stick with it and deliver quality content, and eventually, you’ll establish the relationship you’re looking for with a casino operator who will continually employ your services.
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